Pharma brands and the multichannel marketing imperative

This event report explains how the pharmaceuticals industry can learn from other industries when seeking to understand patients.

Pharma brands and the multichannel marketing imperative

Stephen WhitesideWarc

For too long, pharma brands have acted as if they are immune to the necessity of multichannel marketing. But if that inertia continues, it could ultimately prove to be fatal.

"We're at a point now where you're going to have to get very good at that if you want to continue to participate [and] even begin to dream about leading in this space," Jeff Conklin, svp/global commercial operations at Bristol-Myers Squibb, told delegates at the ePharma Summit – an event run by the Institute for International Research, and held in...

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